Abstract: With the rapid development of information technology, the continuous increase in internet penetration, and the booming rise of social platforms, Social E-Commerce has emerged in response to the trend. It integrates social and e-commerce elements, leverages social network communication to drive product sales and shows very strong growth momentum. Against this background, this study takes Pinduoduo as the subject of this study, applying literature research, in-depth interviews, and case study methods to deeply analyze its innovative model of Social E-Commerce. The study finds that Pinduoduo has achieved remarkable results through innovative initiatives, such as the group-buying model, the '10-billion dollar subsidies', and the C2M (Customer-to-Manufacturer) model, but also faces many problems, such as insufficient product control, exaggerated publicity, lacks of sustained innovation in promotion and service, insufficient profitability and precision marketing, as well as deficiencies in core technology and brand image. The study proposes corresponding optimization strategies, including strengthening product control, ensuring truthful publicity, continuously improving promotional activities and services, optimizing profitability models and the accuracy of discount strategies, and enhancing core technology innovation. This research provides theoretical support and practical examples for innovation and development in the Social E-Commerce field, contributing positively to the sustainable development of the industry. It is hoped that Pinduoduo and other Social Networking Site would continuously improve their innovative models, provide better quality services to consumers, and create greater value in the e-commerce market.
Keywords: Social E-Commerce, Social Networking Site, Innovative Model, Group Buying Model.
Title: The study on the Innovative Model of Social E-Commerce: A Case Study of Pinduoduo
Author: Dr. Lifen Tsai, Chaotong Zhou
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 4, October 2025 - December 2025
Page No: 570-576
Research Publish Journals
Website: www.researchpublish.com
Published Date: 12-December-2025
